Monsters vs. Aliens Goes 3D During the Superbowl

In addition to a 3D episode of Chuck the week following the Superbowl, NBC will also play home to a very special 3D commercial for the Dreamworks Animation release Monsters vs. Aliens. It’s a pretty cool idea, if they can pull it off. As you know, everyone would have to obtain a pair of 3D glasses, 125 million of which will be distributed via SoBe Lifewater displays around the country. Unless of course, you are like me and you have your own cool 3D glasses. And yes, I do sometimes wear them around the house.

In addition to the history-making 3D trailer, the TV spot will also feature a 60-second SoBe Lifewater commerical marking the return of the SoBe lizards — you know, the ones that do the dancing and whatnot. For more details, check out the official press release below:

Glendale, CA – January 5, 2009 – DreamWorks Animation SKG, Inc. (NYSE: DWA) and PepsiCo’s SoBe Lifewater today announced that they have joined together with Intel Corporation and NBC to create a first-of-its kind, nationwide ‘Monstrous’ 3D event for Super Bowl XLIII. This first-ever all 3D Super Bowl commercial break event will mark the debut of DreamWorks Animation’s premier 3D movie trailer for its upcoming feature film, “Monsters vs. Aliens,” which comes to theaters in the U.S. on March 27th.

In addition, the timeslot will feature a 60-second 3D SoBe Lifewater commercial marking the return of the ultra-hip SoBe lizards, who made noise during last year’s Super Bowl broadcast with one of the most talked about spots. DreamWorks Animation’s history-making 3D movie trailer was animated using Intel’s latest, high-performance processing technologies and will be broadcasted along with the SoBe television spot at the end of the second quarter of the game, which airs on NBC on Sunday, February 1, 2009. Viewers will have the opportunity to re-use their glasses for a special 3D episode of NBC’s hit comedy “Chuck,” airing Monday, February 2, 2009 (8-9pm ET.)

Intel has produced over 125 million pairs of 3D glasses, which are being distributed by PepsiCo through the SoBe Lifewater brand. The glasses will be disseminated via 25,000 SoBe Lifewater retail displays in grocery, drug and other retail venues beginning in early January and will be FREE to consumers. Should a display’s supply of glasses run out, consumers can call 1-800-646-2904 in order to obtain a pair.

NBC viewers will be alerted to the SoBe Lifewater Super Bowl Displays via a series of tune-in spots airing beginning on January 19th. Displays and tune-ins will instruct viewers to use their 3D glasses on Super Bowl Sunday, with additional messaging, “Don’t Chuck Your Glasses,” prompting viewers to re-use them during the special 3D episode of “Chuck,” which will feature a special guest appearance by NBC Sports analyst and Super Bowl champion Jerome Bettis.

The 60-second SoBe Lifewater spot, directed by Super Bowl commercial veteran and brand architect Peter Arnell, will mark arguably the first ever Super Bowl ad cross over event – with the SoBe Lizards sharing the screen with characters from the upcoming DreamWorks Animation film that will be showcased in the pod’s preceding spot. The SoBe Lizards and stars from DreamWorks’ “Monsters vs. Aliens” will dance alongside current NFL stars in what promises to be among the most highly-anticipated commercials on Super Sunday. The spot features a modern interpretation of the famed ballet Swan Lake, and the rhythmic effects when the players and creatures are infused with the refreshing and re-invigorating impact of SoBe Lifewater.

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